FTD Helps Weber’s Florist Craft Their Dream Store

In early June, members of the FTD team, including FTD Education Consultant and visual merchandising expert J. Keith White AIFD, traveled to Ironton, Ohio to perform a merchandising makeover for Weber’s Florist and Gifts. This fourth-generation family-owned shop has been an FTD Member Florist for 98 years and in business since 1906.

Following the growth of their customer base in the past few years, owners Sharee and Shawn McDonald have been trying to update and rebrand their store. They had a vision for their outdated shop but were unable to execute it due to a lack of time, assistance and extra funds.

In appreciation of Weber’s longstanding partnership with FTD, our team offered to step in and help them bring their vision to life. Below is a gallery containing before and after shots of the shop.

Hallway - Before

Hallway - After

Corner - Before

Corner - After

Blue Vignette - Before

Blue Vignette - After

Back Wall - Before

Back Wall - After 1

Back Wall - After 2

Back Wall - After 3

Weber’s had grouped their merchandise by color, which Keith rearranged for a cleaner, more engaging presentation. A new design work space was created for permanent designs to separate it from the fresh flowers design space and greenhouse. This change, along with the removal of cabinet doors and new overhead water at the design stations, will allow for increased efficiency for fresh flower designs.

Keith shared with Sharee and Shawn marketing and merchandising strategies, how product placement can increase sales and how to effectively use color blocking to draw customer’s attention to products and different areas in the store.

As a takeaway tip, Keith recommended adding a pergola in front of the shop and replacing an existing awning. This would be consistent with the theme of the original greenhouse in the back of the shop as well as make the shop more inviting by exposing the front window.

FTD was grateful to show our appreciation to a loyal partner and all that they do as well as help Sharee and Shawn realize their vision for their shop.

If you are interested in a visual merchandising makeover for your own shop, enter our sixth annual Makeover Magic contest today! One lucky winner will receive a merchandising makeover valued at $10,000. Apply online at www.FTDi.com/Makeover.

About Mercury Messenger

The Mercury Messenger is the official blog dedicated to delighting and inspiring FTD Member Florists, the backbone of FTD. For more than 100 years, the FTD florist network has stood for quality, creativity and worldwide floral delivery. This blog celebrates the artisan florist and shares valuable information to help further their education and grow their local business.